Facebook is now offering brands and marketers the opportunity to pay to get their posts seen more through something called “promoted posts.” You pay a few bucks and ensure that your latest update will get seen by more of your audience.
I knew it was coming — I was in a test group that played around with this new functionality and at the time, I thought nothing of it. Social media is a huge battle for attention, and any little thing that could give you an edge is a nice bonus right?
Wrong, according to the uproar that caught me very much by surprise when Facebook rolled out the new feature a few weeks ago. “Now your fans only see a fraction of your updates,” I was told. (Never mind the fact that this has always been the case). “Facebook is making you pay for the fan engagement you are entitled to,” seemed to be the undercurrent of a lot of the dismay I saw in the blogosphere.
Every time Facebook makes a change, people get really upset. Brand marketers invested lots of time and energy developing incredible “custom landing pages” and then Facebook switch to timeline and those pages went away (and so did brand engagement overall, it seems). I am so used to it I can’t get upset. Really.
Them’s the breaks. If you are building engagement on someone else’s free platform, it is their prerogative to change the rules whenever they want. But the dismay around promoted posts unveiled a huge amount of misconceptions that people have about Facebook marketing, so I thought I’d look at a few of them. [Read more…]